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The human hook

The human hook
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First Published: Sat, Dec 05 2009. 12 01 AM IST

Big on India: Prasoon Pandey.
Big on India: Prasoon Pandey.
Updated: Sat, Dec 05 2009. 12 01 AM IST
Reviewer: Prasoon Pandey
Ad film-maker Prasoon Pandey of Corcoise Films Pvt. Ltd is best known for his work for brands such as Fevicol, SBI and Axis Bank. Winner of several national and international awards, he was ranked among the “Top 25 Advertising Film Directors in the World” in 2001 by The Gunn Report.
CAMPAIGN
Big on India: Prasoon Pandey.
The campaign for ING Vysya Bank highlights their services. One ad for the quick replacement of lost cards has a man running behind a pickpocket. Another person joins the chase—a postman carrying a new card for him. The IDBI Bank ad highlights the relationship between a boy and an elephant, reinforcing the fact that some relationships grow with time.
What did you think of the ads?
I love them! The entire series for ING Vysya, especially the ad with the chase, is beautifully directed. What’s important when you’re directing an ad film is timing and they’ve got it bang on. Even the casting and performances are good. As for the new ad for IDBI, it’s lovely. While I liked their previous commercial (kids playing football with the baby elephant), there was no need to make it look so dated. This time, the idea is fantastic and they’ve nailed it beautifully.
What are the challenges of working with a category such as banking?
Cut to the chase: ING Vysya’s new ads help it stand out.
The biggest challenge of working with categories such as banking, finance and insurance is that it’s a parity product. The government ensures that no one can give you more or less—there is no product differentiator. So in that sense, it is left to advertising to create a personality. Unlike the category of colas, also parity products, which has few players that have managed to find a niche, banking has a large number of players. So, with so many brands in the fray, you need good work to stand out. In the case of IDBI, the story of a friendship between this kid and an elephant provides a hook that is so different from other banks.
What’s your favourite ad from this category?
Interestingly, there has been a lot of good work in banking in recent years. There are five or six players who are doing some fantastic work, which is a lot for any category. I really like some of the campaigns for Axis Bank, especially the one that has a newly married couple sleeping in the same room as the extended family, an ad for home improvement loans. The ads for SBI Life by Piyush (Pandey of Ogilvy and Mather), with the old people playing cricket, is also fantastic. Of the recent lot, I love these two new campaigns for ING Vysya and IDBI and also the one for Max New York Life, which has these over-protective parents dropping their son to the train.
As told to Gouri Shah gouri.s@livemint.com
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First Published: Sat, Dec 05 2009. 12 01 AM IST
More Topics: Prasoon Pandey | Corcoise Films | Fevicol | SBI | Axis |